Ross Johnston

Deal-making
Playbook

A proven framework for building leverage and getting your true worth.

WEALTH ACCELERATION

Deal-making Playbook

Stop leaving money on the table. Build leverage and get the offer — and the package — you deserve.

Most senior executives negotiate from a position of gratitude rather than leverage — grateful to have reached the final stage, unwilling to push back for fear of losing the offer. The Deal-making Playbook gives you the frameworks, the language, and the strategy to negotiate with confidence at every stage of the process.

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What executives say

Results from senior leaders who stopped accepting the first offer

★★★★★

"I had always assumed that pushing back on an offer risked the whole thing. This completely changed my thinking. I negotiated a 32% uplift on the base and an enhanced equity package — the company didn't flinch."

Tom B.

Chief Product Officer · SaaS Scale-up

★★★★★

"The section on getting the company to compete for you completely changed how I approached the process. I didn't have another offer — but the framework showed me how to create legitimate leverage without one. It worked."

Helena M.

VP Engineering · Enterprise Tech

★★★★★

"I've been in senior roles for 15 years and thought I was paid fairly until working through this. Knowing instead of guessing where I stand in the market was helpful to negotiate with far more conviction than before."

Simon K.

COO · Growth-stage Fintech

What's inside

Everything covered in the playbook

COURSE OUTLINE

Deal-making Playbook

The frameworks, language and tactics that allow you to build leverage, make the company compete hard for you, and make sure you stop leaving money on the table.

Why senior executives systematically undervalue themselves — and how to stop

Included

How to research and establish your true market rate at VP and C-suite level

Included

Understanding total compensation — base, bonus, equity, benefits and how to evaluate them

Included

The non-financial elements that matter and how to approach them

Included

How headhunters and hiring companies set compensation ranges — and where the flex is

Included

The major sources of leverage at executive level — and how to develop each one

Included

Managing competing processes — timing, disclosure and how to use them ethically

Included

Protecting your leverage through the interview process — what to say, what not to

Included

When and how to disclose your current compensation — the right approach at senior level

Included

How to respond to the first offer — the exact language to use and avoid

Included

Handling pushback — what to do when the company says the budget is fixed

Included

Closing and accepting — how to land on the best terms without damaging the relationship

Included

About Ross

15 years knowing exactly what companies are willing to pay

Ross Johnston is the founder of Centric Search, one of Europe's leading executive search firms, and has spent 15 years placing VP and C-level leaders into some of the world's most ambitious technology companies.

As a headhunter, Ross has been on both sides of hundreds of executive compensation negotiations — briefing companies on what the market demands, advising candidates on what they should ask for, and facilitating offers and counter-offers at the most senior levels. He knows precisely where companies have flexibility, how to ask for more without risking an offer, and what separates executives who get exceptional packages from those who don't.

The Deal-making Playbook gives you direct access to that insider knowledge for the first time.

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Know what you're worth. Ask for it. Get it.

The Deal-making Playbook is the only executive negotiation programme built from the inside of the search process — from someone who has sat in the room when companies decide what they'll pay and how far they'll move.

Full negotiation suite - 10 modules
Market rate research framework for VP and C-suite
The main sources of leverage — and how to build them
Exact language for responding to and countering offers
Equity, bonus and benefits negotiation included
Permanent access — revisit before every move

^£249

One-time payment
Lifetime access

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FAQ

Frequently asked questions

Who is the Deal-making Playbook designed for?

It's built for VP and C-level leaders in the technology sector who want to negotiate better compensation packages — whether they're actively in a process or preparing for one. The frameworks are calibrated specifically for senior executive negotiations, not mid-level salary conversations.

I've always been uncomfortable negotiating. Will this help?

This is exactly who the playbook is for. Most executives feel uncomfortable negotiating due to fear of conflict, risk of the offer being pulled, or doubt about their true worth in the market. This gives you the data, mindset, and specific frameworks you need get around this and negotiate with clarity and conviction.

Won't pushing back risk damaging the relationship or losing the offer?

Not if done correctly — and this is one of the central things the playbook addresses. Companies expect senior executives to negotiate. A well-constructed counter shows commercial nous and executive gravitas. The frameworks in this course are specifically designed to get you more without creating friction.

I don't have a competing offer. Can I still negotiate effectively?

Yes. The playbook shows you all the ways to build and maintain leverage — from how you position yourself, how you interview, and how you negotiate. A competing offer is one source of leverage, but it's far from the only one. Many of the most effective negotiations don't involve one at all.

Is this relevant for negotiating within my current company, not just a new role?

Absolutely. The leverage and negotiation frameworks apply equally to promotion conversations, compensation reviews, and equity refresh discussions. The context differs slightly but the principles are the same.

Do I get access immediately after purchase?

Yes. All modules and supporting materials are available immediately on payment confirmation. No drip schedule, no waiting period.